Celebrate differences that unlock possibilities.
The client brief was to activate Euro202one to wake people up to see the possibilities in a more inclusive world. This was unlocked with the idea that difference is essential. Football inherently knows this, but society doesn’t. We see differences as the force that moves our teams, our communities and our world forward. Our differences are the force that unlocks possibilities. To bring this to life, we produced a hero film which was broadcast on TV across Europe, as well as online; 4 mini player documentaries showcasing the possibilities that their differences have given them; and a finale film. This through-the-line campaign featured Paul Pogba, Serge Gnabry, Ilkay Gundogan, and Thiago Alcantara.
In addition, there was an OOH and DOOH home campaign, and a reactive publishing campaign on social and digital throughout the tournament. My art direction role was to build out master templates to inform all of this, using the broader adidas Impossible Is Nothing guidelines. Working with the design team at We Are Social, I produced a master guidelines playbook with all the granular technical specifications of how to build out designs across OOH, DOOH, print, social, digital and web platforms. This was then used by other agencies to rollout all the assets across the campaign in Europe.
OOH, DOOH & Large format print
Organic video views, through socials
Paid digital video views
OOH sites across Europe
Wimbledon 2021 reactives.
The brief was to develop pre-prepared ‘real-time’ reactive content for Wimbledon 2021. Leveraging the success of adidas athletes to authentically engage with tennis fans. My role as art director was to concept, storyboard and pitch ideas to the client. Which were then turned into a reality and triggered pre and post adidas athlete matches.
The ideas rolled out were: Pre & post match athlete quotes; match winner reactives; ‘how it was won’ Instagram stories; and pre & post match reactions using native Instagram tools to elicit engagement with our audience. The client loved the ideas and templates so much that they asked us to repurpose it for the US Open in September 2021.